Ad Campaigns
AmbiPur in association with Boman Irani launch ‘Smelly to Smiley’ campaign
MUMBAI: AmbiPur Air Effects has rolled out a national campaign ‘Smelly to Smiley’ to drive the need to identify household odours and eliminate them.
The campaign has been launched in association with the brand ambassador Boman Irani. To give the consumers a proof of brand efficacy, the very witty ambassador takes it upon himself by launching India’s first ‘Smelfie’ Challenge, to prove that AmbiPur does not just mask odours, it eliminates them completely.
AmbiPure India marketing manager Nidhish Garg said, “We believe that most households today are not even aware of the odours existing in their house, and hence are not taking any action towards getting rid of them. We want the #SmellytoSmiley campaign to be an eye opener for people, urging them to identify their household odours, and challenge AmbiPur, to witness for themselves that Air Effects does not just mask odours, but completely eliminates them.”
The campaign conceptualized by Grey Düsseldorf and supported by Grey Mumbai, showcases how the brand ambassador has full faith in the product and is now urging people to challenge the brand with their worst household odours. The campaign takes inspiration from the fact that even the cleanest houses can have odours. There is no shame in this, but there is shame in not doing anything about it. Instead of acting upon it, people either ignore the odour, or resort to compensatory behavior like opening windows, incense sticks, etc.
“We have seen the success of the campaign’s first leg last year, and that was great motivation to work on this year’s #SmellyToSmiley campaign. Selfies are gripping people all around us. So, we decided to add an interesting twist to it by linking it back to the Brand and its proposition, by introducing the first-of-its-kind ‘Smelfie’ contest. When the brand ambassador has as much faith in the product as Boman has in AmbiPur, it just makes the execution that much simpler. Not to forget, Boman’s ever-charming, witty demeanor has made it a very fun campaign for us to work on!,” said Grrey Mumbai Pooja Ambulkar (Creative Controller – Copy), and Naved Siddiqui (Associate Creative Director – Art).
Consumers are invited to click their ‘smelfies’ with what they consider the most difficult household odour to get rid of, and send it to http://bit.ly/2aFfXqb across the 15 days of the contest. The winners will get entry tickets to Boman Irani’s house party where will he will demonstrate Ambi Pur’s efficacy and eliminate the household odours brought in by winners. Boman is convinced of Ambi Pur’s victory owing to his personal experience. However, he also announces the forfeit in case AmbiPur doesn’t live up to the challenge: he will change 100 diapers in a nursery!
Irani added,“I have been a user of AmbiPur before I became an endorser. I have realized that whether you like it or not, every home has household odours. There is no shame in that! But I want people to understand the importance of removing these odours. AmbiPur Air Effects is the solution I swear by, to fight my toughest household odours. Hence, I am challenging the entire country to share their worst odours with us, and AmbiPur will eliminate them! I want all households to go from ‘Smelly to Smiley’ with this very interesting ‘Smelfie contest’, and trust AmbiPur like I do”.
The unique ‘Smelfie challenge’ is being launched digitally and will be amplified across touch points throughout the duration of the competition of 15 days. The campaign will also be magnified across Twitter and Facebook to invite more and more people to participate and challenge AmbiPur.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
